CHALLENGE

To relaunch a brand, owned by an multinational company, into the Lebanese market.. The product is used in 136 countries. The company wanted a unique event with an exceptional line-up of artists that would both reflect this global presence and amaze guests.

WHAT WE DID

We created Global Connection, a concept that focused on four cities around the globe: London, Rio de Janeiro, Tokyo, and the host city, Beirut. The concept was extremely well-targeted and so attracted the right audience.

The event ran over 10 hours and featured more than 67 performances from DJs, live sets from bands, dancers, acrobatic performers, VJs, and live graffiti artists.
Each city was represented by a headline performance, preceded by local acts, which reflected that city’s traditions and heritage. For example the Rio de Janeiro preshow featured capoeira and samba performers, who entertained the crowd before the main headline DJ act. Tokyo featured a group of eight Taiko drummers before its headline act performed.

RESULT

The client’s brand message was conveyed succesfully, effectively and clearly, to over 6000 attendees. The concept won many headline reviews in print and broadcast media for its originality. It was also praised for combining contemporary DJs and performers with the more traditional culture of each of the cities featured.